Through Ad Campaign, Muslim Activists Want To Redefine 'Jihad'

In an effort to "reclaim" the word jihad, Muslim activists launched a new ad campaign in the nation's capital this week. Commuters in the Washington, D.C., subway system will start seeing posters stamped with the "#My Jihad" hashtag.

Each poster depicts a Muslim sharing their personal struggle: "my jihad: is to march on despite losing my son," and "my jihad: modesty is not weakness."

"Jihad is a central tenet of the Islamic creed which means 'struggling in the way of God'. The way of God, being goodness, justice, passion, compassion, etc (not forcible conversion as wrongly claimed by some)."

Social media is another strategy the campaign is using. The My Jihad website encourages people to use the Twitter hashtag #myjihad, and describe what they struggle with.

For the most part, many Twitter users have jumped on the bandwagon and have been supportive. But not all of it has been positive.